MB927: BUSINESS STRATEGY

“Strategic Analysis and Recommendations for Twitter”

Name: Nizar Ahamed Abdul Rahim

Registration number: 202353174
 Executive Summary

This analysis delves into Twitter's current state within the dynamic social media landscape, emphasizing
key success factors driving its growth, such as its user-friendly platform, real-time communication, and
distinct brand personality. While Twitter has achieved remarkable success, it faces robust competition
from industry giants like Facebook, Instagram, and LinkedIn. To maintain its competitive edge, Twitter
should strategically position itself and adapt its strategies. Recommendations drawn from marketing
principles advocate for expansion through influencer partnerships and enhanced e-commerce
integration to deepen engagement and diversify revenue streams. Implementing trial periods and
capitalizing on data licensing can invigorate the subscription model. Additionally, a detailed stakeholder
analysis uncovers power dynamics and interdependencies among users, employees, regulators, top
management, shareholders, and competitors. Twitter must prioritize ethical leadership, transparent
communication, and stakeholder engagement to cultivate a harmonious ecosystem that supports
growth while fulfilling societal and ethical responsibilities. In conclusion, by leveraging its strengths,
embracing innovative strategies, and fostering strong stakeholder relationships, Twitter can fortify its
position as a social media pioneer, ensuring enduring growth, relevance, and ethical excellence in a
competitive digital landscape.

Introduction

In the ever-evolving landscape of social media, Twitter stands as a prominent player, celebrated for its
distinctive features and services. This analysis delves into the current state of Twitter, highlighting key
success factors that have propelled its growth, such as its user-friendly interactive platform, real-time
communication capabilities, and unique brand personality. With a steadfast focus on user needs, Twitter
has become a preferred source for breaking news, fostering a sense of community through seamless
interactions, and embodying brevity and inclusivity within a 280-character limit. While Twitter's
ascendancy is undeniable, it faces formidable competition from social media giants like Facebook,
Instagram, and LinkedIn. To maintain its edge and address challenges head-on, Twitter must strategically
position itself and adapt its approaches. By drawing inspiration from marketing principles, Twitter can
expand its market penetration and diminish overreliance on subscriptions. Through influencer
partnerships and enhanced e-commerce integration, Twitter can deepen engagement and diversify
revenue streams. Introducing trial periods and capitalizing on data licensing can invigorate the
subscription model.

In addition, an intricate web of stakeholders – ranging from users and employees to shareholders and
regulators – profoundly influences Twitter's journey. The analysis delves into stakeholder power,
urgency, and legitimacy, revealing the intricate interplay between various actors. By championing ethical
leadership, enhancing communication, and prioritizing stakeholder engagement, Twitter can cultivate a
harmonious ecosystem that drives growth while upholding its societal and ethical responsibilities. Amid
the dynamic and competitive digital landscape, Twitter stands poised at a critical juncture. By aligning
strategic marketing initiatives with stakeholder-centric practices, Twitter can solidify its position as a
vanguard in social media, ensuring sustained growth, relevance, and ethical excellence.
 Current Situation:

Twitter, a leading social media platform, maintains its unique position renowned for features and
services. Key success factors driving its growth include User-Friendly Interactive Platform, Real-Time
Communication, and Brand Personality (Appendix B). The user-friendly interface and interactive
features contribute to success; 48% turn to Twitter for Latest News (Shepherd, 2022). Seamless
navigation, composing tweets, retweeting, and commenting foster community and real-time
communication. Real-time updates, news, and event coverage are core strengths (Appendix B),
indispensable for instant information dissemination. Twitter's brand personality thrives on brevity, wit,
and inclusiveness, expressed in 280 characters, with hashtags and emojis enhancing uniqueness.
Twitter's growth phase is marked by innovation, like audio-based tweets and privacy controls, reaching
238 million mDAU in Q2 2022 (Dang, 2022).

Twitter serves diverse segments:

Individual Users: Utilize for personal expression, staying informed, and engaging with interests, drawn
to simplicity and real-time nature.
Business Users: Employ for brand promotion, customer engagement, and market research. Analytics
tools and advertising options add value for wider reach.

Twitter faces competition from social media giants:

Facebook: With extensive user base, analytics, and features like Groups and Marketplace, it competes
in engagement.
Instagram: Appeals to younger users with visual content, offering immersive experiences.
LinkedIn: Primarily for professional networking, expanding content-sharing capabilities, encroaching on
Twitter's territory. Focused on professionalism, networking, and career development, aligning with
global professional connection mission.
.....

Analysis and findings – (Marketing-inspired strategic thinking)

Marketers would also argue that the marketing concept is both a philosophy and a practical guide- line
(Ralph Biggadike). Firms can only obtain greater than normal returns from implementing their product
market strategies when the cost of resources to implement those strategies is significantly less than
their economic value (Barney, “Strategic Factor Markets: Expectations, Luck, and Business Strategy”).
Even though this strategy is all about competitiveness, our prime goal is to increase profitibality, by
having a competitive edge that will lead to increasing performance finally, as a result we can see the
increasing profit.

Here, Twitter has strong key success factors such as, User-Friendly Interactive Platform, real-time
communication, establishing Brand Personality, with the help of those twitter can reduce their expenses
 High quality

Low price
High price

Low quality

Fig 1. Positioning strategy

dramatically (Zote, 2020). Twitter's design is kept extremely simple, and while one can customize their
feed, the topics, and the people they want to keep up with, the platform is straightforward to navigate
on both mobile and PC. Twitter data can be obtained in real time directly from Twitter’s Public Streams
Application Programming Interface (API). This is a versatile approach to data collection, but
implementation can require an advanced grasp of software development (Colditz et al., 2018).

One of the top benefits of Twitter for business is that it lets brands share information quickly and start
conversations with their target audience. In turn, their audience would find their Tweets and content
valuable and ideally, even share with their followers. Tweets will help them attract an audience whose
views align with theirs. If they are starting out or need a refreshed strategy.

Also, they are providing service for free, if users can choose from three different price points offered by
Twitter, which are $2.99, $4.99, or $9.99 USD per month (Bond, 2023). They also offer subscription that
includes verification, long-form video and audio posting and fewer ads for $8 (Mehta, 2022).
Furthermore, research shows that Twitter advertising and subscription are typically a bit more
expensive than its competitors (Forsey) (refer to Fig 1). The real issue is Twitter’s ad-based revenue
model, which is corrosive to the commonwealth and makes the company worth less money (Galloway).

Twitter has faced criticism following the launch of the

revamped Twitter Blue. While introducing subscription
plans is one aspect, imposing monthly fees for minor
perks and clout is a different matter altogether (refer to
Appendix A). Here are various reasons outlining why
subscribing to Twitter Blue might not be prudent. A
significant portion of subscribers merely seek the
coveted blue checkmark without being willing to
undergo the lengthy verification process. This
subscription might not hold much appeal for casual
users (Jr, 2023). One must note that Elon musk (owner Fig 2. Reducing bots by paid verification
of Twitter) mentioned that the paid verification will increase the cost of bot also it will be much easier
to identify bots (refer to Fig 2). His statement and stand clearly contradicts the price issue in the market.
Meanwhile, twitter has no strategic business unit (SBU), this could also be a positive side for the
company as they could streamline the business with flexibility. Also, twitter’s market share is around
8.82% which is too low in a competitive market, this could become a potential problem for the company
in the long run (Statcounter).

Recommendations – (Marketing-inspired strategic thinking)

Since Twitter is a well-known profitable business with less market share, it can create more value to
customers and generate more profit, if it manages to capture high market share in the existing market
as it comes in the second quadrant in the Ansoff matrix (refer Fig 3). Also, twitter can generate revenue
from some other strategic options than solely relying on subscription and advertisers by setting high
prices. There are some strategic recommendations made below to mitigate those two issues that affect
their competitive advantage and hinder the company’s growth.

a. Market Penetration:

Influencer Partnerships:

Twitter can vigorously focus on partnering with

brands, since it is not involved in collaborations as the other
competitors do, only very little research has been published
investigating the motivations for the use of Twitter in the B2B
context (Cripps et al.).
Not all influencers possess the same level of
influence. It is essential for Twitter to collaborate with
influencers who share their values and have a similar target
audience (refer Appendix B). These influencers can vary from
experts in the field, famous individuals, to smaller-scale Fig 3. Ansoff matrix
influencers with a specialized but highly dedicated group of followers. Utilizing tools and platforms that
offer insights into influencers can assist Twitter in finding the right match. Staying informed about the
latest trends in marketing is crucial for maintaining a competitive edge. Modern audiences highly value
authentic and unfiltered interactions. Influencers who share behind-the-scenes glimpses, personal
narratives, or genuine encounters with products can resonate more profoundly than polished
advertisements (Yunianto). Twitter also has the opportunity to acknowledge the advantages of teaming
up with these specialized influencers to establish a foothold in the market (Wang et al).

E-commerce Integration:

Twitter has made efforts to integrate e-commerce features, it may not be as dominant in the e-
commerce space compared to some of its rivals as its rivals. Research shows that 87% of users have
been inspired to purchase something on platforms that are focusing on e-commerce like Instagram
(Žiaukė). Online shopping offers more satisfaction and safe time. Consumers can also enjoy window
shopping, seek information, and compare prices conveniently without feeling pressure to purchase. It
is the main trigger for why people prefer to buy in online shops to offline ones (Abdul Aziz et al).

b. Subscription Model:

Trial Periods:

Free trial is an excellent strategy that can lower the cost of new-customer acquisition. Free trials
work best for giant companies attempting to sell an intangible product or service, such as software,
apps, games, and analytics like Twitter (Council). Irrespective of the type of digital product, offering a
“free trial” option in conversion funnel will greatly improve the chances of converting a lead into a
paying customer (Evolving Digital).

Focus on data licensing:

Statistics tells that only 14% of Twitter’s revenue (year 2022) is due to data licensing which is
much lower relative to its revenue stream from advertisement and subscription (Jay). Twitter has to
redefine the boundary to enhance its income through data licensing, making this service exclusively
accessible directly from the platform (Gawer).

Analysis and findings – (Stakeholders Theory & organisational politics)

A business to withstand as a market leader, it not only has to focus on the operation of the business but also
have to make sure the stakeholders are satisfied. The list of stakeholders originally included share owners,
employees, customers, supppliers, lenders and society (Freeman). We have taken several crucial
stakeholders into account including employees, top management, and shareholders (refer to Fig 4).

Stakeholder Group Power Urgency Legitimacy

Users - Dormant ✔

Employees - Dependent
Data Regulators - Demanding
Top Management - Definitive
Competitors - Dangerous
Shareholders - Dominant
Media - Discretionary
✔ ✔
✔
✔ ✔ ✔
✔ ✔
✔ ✔
✔

Fig 4. stakeholder typology

Serious allegations have arisen, pointing to Twitter's disregard for the well-being of its stakeholders and
its favoritism towards the interests of shareholders and corporate leaders. In this vein, the upper
echelons of Twitter's management appear to have made a significant compromise by neglecting the
welfare of their employees, thereby undermining the mission statements and core values that the
company had steadfastly upheld over an extended period. Although management had initially pledged
to honor their contractual commitments to employees, they failed to do so. A crucial juncture was
reached during the acquisition of Twitter by Elon Musk, as a substantial layoff in early November led to
a workforce reduction of almost half, plummeting to below 4,000 employees. This downsizing was
followed by further substantial job cuts, reducing Twitter's headcount to merely about 2,000 by
December 2022 (Bebchuk et al). This serves as a compelling indicator of the management's eroding
trust among employees and a decline in its legitimacy level. To accentuate this point further, notable
top executives were awarded significant compensation packages. For instance, Parag Agrawal, one of
these executives, stood to gain a substantial $38.7 million package upon the conclusion of his tenure,
as reported by Wearden.

Columbia University sociologist Sudhir Venkatesh astutely observes the challenging role that these
employees face in opposing engineers for the sake of user safety, an inherently unequal dynamic.
Engineers, owing to their substantial contribution to profits, wield more resources and influence,
creating an uneven power balance. Elon Musk's devaluation of content moderation further skews the
power dynamics in favour of engineers, decreasing the likelihood of crucial safety measures being
implemented by Twitter's Health team, as eloquently discussed by Lam and Chong. The announcement
of Jack Dorsey's departure from Twitter in November 2021, one of the platform's founders, and the
subsequent appointment of Parag Agrawal as the new CEO marked a pivotal moment. Since then,
Twitter has encountered a series of operational challenges, particularly the emergence of a detrimental
environment in various domains, notably within the realm of politics. This toxic atmosphere has had far-
reaching implications, significantly affecting the overall well-being of the company's employees
(MAIORCA).

Elon Musk's assertion that Twitter's board members are pursuing objectives misaligned with those of
shareholders underscores the company's ongoing efforts to stymie a takeover bid by the billionaire, as
cited by Jackson. These multifaceted developments paint a complex picture of Twitter's current
landscape, rife with controversies and internal conflicts that warrant thorough consideration. Twitter's
leadership, facilitated by longstanding board members, has shown a shocking disregard for the
collective well-being, ineffective strategic planning, and an incapacity to tap into even a portion of the
value held by stakeholders (Galloway, “The Capitalist Case for Overhauling Twitter”). Finally, one has to
note that Twitter fiercely competing with one of the competitors TikTok in the market. Because of the
competition it must innovate and adapt for the customers’ need and market requirement. This
competition will immensely force employees to push work beyond their capability.

Recommendations – (Stakeholders Theory & organisational politics)

Not only successful companies, but every company also needs to have good communication within, and
across departments, mainly communication from top to bottom and bottom to top. Communication
issues are one of the main reasons for any company to struggle. Considering stakeholders, it holds the
power to bring a company from top to bottom. In this case, it will be too hard to closely manage the top
management, employees across departments, shareholders who have high power and high interest in
the company, but careful strategic steps can be beneficial for the company for long-run (refer to Fig 5).
A well-informed organization should be focusing on; Market competition, Competitors' products,
prices, Domestic currency strength, Company structure, taxation, Government policies,
Environmental concern, Regulatory framework, as Twitter need to be kept well informed of all
these, and this is possible through the process of communication (Radovic Markovic and
Salamzadeh).
In terms of renegotiating, Twitter can also benefit by implementing stakeholder engagement taking
management, employees, and shareholders into account. It is crucial to comprehend the connections
between business, society, and stakeholders when considering stakeholder relations. Nevertheless, our
analysis indicates that half of the articles we reviewed focus on entities (organizations or stakeholders)
rather than on relationships (Kujala et al). As stakeholder-centered relational approaches take
precedence over the economic-centric viewpoint, the significance of understanding cooperative.
relationships and collaborative processes is growing.
In this context, co-creation and collaboration
emerge as the most promising areas for future
research.
Focus on ethical leadership will also be beneficial for
the company. Ethical leadership is fundamentally
transformative in its essence. The process of
preparing for ethical leadership entails the personal
transformation of both the leader and their
followers. However, the primary focus is directed
towards the leader's self-evolution. The leader
serves as an exemplar to their followers (employees)
in terms of both accomplishing tasks and exhibiting
ethical conduct. Without a doubt, the leader Fig 5. Mendelow’s stakeholder power-interest
constitutes the core essence of the organization, matrix
whose convictions, principles, and actions exert a
significant influence, shaping the moral atmosphere of the organization, which, for better or worse,
carries profound implications within and beyond the organizational boundaries. Consequently, the
discourse will predominantly center around the leader's journey of self-transformation (Mendonca).

Conclusion

In conclusion, Twitter stands at a pivotal juncture with numerous opportunities and challenges ahead.
Its unique position as a leading social media platform is underscored by key success factors, including a
user-friendly interactive platform, real-time communication, and a distinct brand personality. These
strengths have driven its growth and user engagement, with a notable increase in mDAU.

However, Twitter's growth trajectory is not without obstacles. The company faces stiff competition from
social media giants, each catering to different user preferences and needs. To overcome these
challenges and continue thriving, Twitter must strategically position itself in the market. Implementing
marketing-inspired strategies can lead to increased market penetration and reduced subscription
dependency. For market penetration, forging influencer partnerships and integrating e-commerce
features could propel Twitter's engagement and revenue. Leveraging the power of influencers aligned
with the platform's values and audience can create authentic connections. Simultaneously, enhancing
e-commerce capabilities could tap into the growing trend of online shopping and broaden Twitter's
revenue streams. Regarding the subscription model, introducing trial periods can attract new users and
facilitate conversion to paying customers. Additionally, focusing on data licensing as a revenue source
offers potential growth opportunities beyond traditional subscriptions and advertising.

Furthermore, Twitter must address stakeholder concerns to maintain its reputation and legitimacy.
Strengthening communication within the organization and with external stakeholders is essential.
Ethical leadership practices should guide decision-making, fostering a culture of transparency,
accountability, and shared values. In navigating these recommendations, Twitter can chart a course
towards sustained growth, enhanced user experiences, and stronger stakeholder relationships. By
strategically adapting to evolving market dynamics while upholding ethical principles, Twitter can
solidify its position as a dominant player in the social media landscape and ensure long-term success.
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 Appendix A
SWOT:

Strength Weaknesses

1. Large customer base and market share.
2. Robust user interface (O1).
3. Strong financial performance with
continuous growth.
4. Preferred choice for news organizations
and media personalities.
5. Twitter excels in instant updates, ideal for
breaking news, live events, and trends.
Opportunities
1. Disregard for stakeholder interests by
corporate leaders.
2. Challenges in revenue generation beyond
advertising.
3. Lack of timely introduction of new features.
4. Dependency on subscription, and
advertisements.
Threats

1. Innovation and adaptation to stay 1. Competition from emerging platforms like

competitive in the evolving social media Clubhouse and niche platforms.
landscape. 2. Impact of spam and fake accounts on user
2. Expansion of revenue streams beyond experience.
advertising, such as data licensing (S3). 3. Lack of international revenue
3. Leveraging emerging platforms and niche diversification.
markets. 4. Shifts in user preferences and trends could
4. Addressing concerns related to user data, lead to decreased engagement or
privacy, and security can improve user relevance if Twitter fails to adapt.
trust and loyalty.
 Appendix B

PESTEL:

Factors Impact Description

 Government restrictions on social media platforms can impact
Political Medium Twitter's operations and user base.
 Political instability can lead to increased risks and challenges for
Medium Twitter's operations.

 Twitter's revenue generation is heavily dependent on advertising,

High which can be impacted by economic downturns.
 The social media industry is highly competitive, with many platforms
Economic
High vying for market share.

 Twitter is a popular platform for real-time communication and global

Low trends.

Medium  Social media platforms have become powerful tools for

Social
communication, collaboration, and content sharing among users

 Technology is always changing, and Twitter needs to innovate and

High adapt to stay competitive in the evolving social media landscape.

Technological
Medium  Twitter's simple and user-friendly interface is a strength that can be
leveraged to enhance user engagement.

 Twitter can be used as a tool for emergency communication during

Medium natural disasters.
Environmental
High  The social media industry has a significant carbon footprint, and
Twitter needs to consider its environmental impact

 Twitter's operations are subject to evolving legal systems and

Low regulations.
Legal
Medium  Governments may impose restrictions on social media platforms,
which can impact Twitter's operations